Market share Urban: Tapal Danedar’s recent campaigns. Tapal is the market leader in Pakistan’s tea industry, accounting for 45% of the market (source: Nielsen); Unilever follows at 24% and Eastern Tea Company at 16%, with the balance coming from smaller regional brands. Of Tapal’s 45% share, Danedar (the company’s premium leaf brand) accounts for approximately 18%, and based on the company’s internal research, has a wider penetration in the urban areas. To further increase their market share, and keeping in mind the significance of urban penetration for the brand’s growth, in 2014 Tapal realigned its positioning with the objective of drawing in a younger age bracket into their consumer fold. The result was the campaign ‘Tum, Mein Aur Aik Cup Chai’ featuring Fawad Khan and Momal Shaikh released in late 2014, and a follow-up campaign in January 2017, featuring Sanam Saeed and Adeel Hussain. Danedar Campaign Insight: According to Nida Haider, Managing Partner and Brand Strategy Director, IAL Saatchi & Saatchi (Tapal’s creative agency), changing mindsets have not only resulted in the rise of nuclear families, but also changed the dynamics of young marriages. “There is more connection and friendship between couples now; the woman is not just the daughter-in-law or mother in the family set-up, her opinion as an equal partner carries more weight now.” Haider says that although tea has many functional drivers (boosts stamina, revitalises energy), an emotional driver is that it builds intimacy and helps people unwind. “We built on this emotional driver and layered it with an insight about acknowledging quiet, relaxed moments between couples.” The campaign has been released across all media, and although the results will be released at the end of the first quarter, Zulfiqar Ansari, Head of Marketing, Tapal, says that the idea of “gender role reversal has resonated really well with the young, especially on digital. The shares, likes, comments and general feedback suggest that this new approach has been well received.” Ansari adds that beneath the seemingly simple veneer of a friendly husband-wife relationship lies a social message that Tapal hopes to convey. “As a brand, rather than promoting wrong stereotypes, it is our responsibility to help shape positive mindsets and attitudes. We need to show more independent modern women and supportive husbands. Not every brand aims to win a Lion or an Effie by communicating the social message in an aggressive way; some just do it softly and subtly.”